Good Housekeeping announced at their green living / the Good and Green Conference they created a green living survey over the two-day environmental conference in New York City. The results from the green living survey polled Good Housekeeping readers on environmental concerns to recommending green living products that actually work as they should, Good Housekeeping is dedicated to protecting and educating consumers. The brand created the Green Good Housekeeping Seal, the environmental extension of the primary Seal, in response to consumer demand for guidance in sorting through a cluttered marketplace of green claims. The Green Good Housekeeping Seal is designed to set a mainstream bar for consumers who wish to live a greener lifestyle.
Key findings show that concern about the environment is top of mind and influences daily behaviors and decision-making:
Ø 90% of respondents said they are concerned with improving the environment and 40% said they are “very” concerned.
Ø 91% think being eco-friendly or a person who loves green living is something everyone should be concerned with.
Ø 85% think the world would be a better place if everyone lived eco-friendly lives.
Ø 84% think the environment is a serious issue and should be a priority for everyone.
Ø 83% of respondents said they have made changes to lead an eco-friendly lifestyle.
Good Housekeeping readers predict their purchasing decisions will only get more environmentally focused over time:
Ø 88% of respondents seek out and purchase eco-friendly products.
Ø 73% of respondents said they use or plan to use natural cleaning products with minimal or no chemicals.
Ø 80% of respondents always turn off the lights when leaving a room
Ø 69% of respondents always recycle paper, plastic, glass, etc.
Ø 66% of respondents always turn off the water when brushing their teeth.
Ø 62% of respondents always purchase energy-efficient appliances.
Ø 55% of respondents always use low-energy/compact fluorescent light bulbs.
Attention is paid to advertising with green claims—but not always trusted:
Ø 84% of respondents said they pay attention to advertisers with an environmental message.
Ø 79% think eco-friendly claims made by some products are exaggerated.
Ø 28% think that if an ad says a product is eco-friendly, it really is.
Good Housekeeping readers acknowledge needing information to lead greener lives:
Ø 72% said they would do more for the environment if they knew how.
Ø Only 57% said they have the information they need to be personally involved in doing more for the environment.
Good Housekeeping readers expect companies to be committed to practices:
Ø 62% think it’s very important that an ethical brand should treat its employees fairly.
Ø 60% think it’s very important that companies produce products that can be safely recycled or disposed of.
Ø 58% think it’s very important that companies use environmentally-friendly packaging for their products.
Ø 58% think it’s very important that companies use environmentally-friendly ingredients in their products.
Ø 68% of respondents are very likely to tell others if they discover that a company is being unethical and irresponsible.
Good Housekeeping’s online Environmental Survey was sent to 3,000 readers and drew a 29% return rate. Respondents were 96.5% female, 3.5% male. Median age was 47.24, 74% are married, 57.8% have 4 or fewer children in the household, 88.6% have children under 18 years of age. Median household income is $61,131 and 72% own a home.
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